The purpose of content research is to establish:

• Who the users are

• What they need from you (test any assumptions you have about what the user needs)

• How to talk to them

Who are the users?

If we can't get reliable statistics on the user group, discussions on social media and bland.is to get a sense of the user group.

If the user group in question is for example people with disabilities, it can be helpful to draw on knowledge from organizations.

What do they need?

• What questions are people asking the helpdesk? It is helpful to collect these questions and use them to write content.

• What social media discussion groups exist on the subject?

• What are people asking about in online discussions and chat groups?

• What answers do people give? Are people giving the correct answers, or is the discussion at odds with reality?

How to talk to people?

• Consider the vocabulary people use, for example on Bland or social media when talking on the subject

Have a look at the statistics

Businesses and institutions tend to publish content that they want rather than what the user needs to know. This makes it difficult for users to understand the content and make decisions based on it.

All content published on Iceland.is should have a clear user need that is backed by data.

User need structure

Photo: Cybermedian

Example:

As a stepparent of a child under 18 years of age
I want to know how I can legally adopt the child
so that we have the same rights as other parents/children

This need is answered when the user knows:

• the legal effect of adoption

• the preconditions for adoption

• the necessary approvals

• the documents required

• the process and how long it will take

• what happens when the application has been sent

Define the user (who)
The user need should never start with "as a user". You should know who the user is and be able to define them based on what they are trying to do.

"A user" typically represents a group of people who are trying to do the same thing.

Example: A user needs to apply for a passport for a child. The applicant can be a parent, grandparent or legal guardian of the child. There is no need to write user requirements for each person.

Examples of users/user groups:

• pensioner

• teacher

• vehicle owner

• agent of a company

• people who wants to move to Iceland

• people who wants to work in Iceland

Define the action (what)
User needs and the content on Ísland.is often based on an action or a task that needs to be solved.

Example of actions:

• apply

• announce

• accept

• file

• pay

• hand in

• edit registration

• send an inquiry

Define the need (why)
Understanding the real need helps us find better solutions and write better texts. If we don't know what the need is, we need to talk to users or frontline staff.

Things to consider when grouping content in navigation:

Page titles (H1) should:

• be 65 characters or less

• be descriptive and distinguish the content of the page from all other pages of the website (can stand alone in search results)

• include the main keywords in the front of the title

• not contain hyphens or slash marks

• not contain a period at the end

• be written using the same vocabulary used by users

Example of a descriptive title:

Example of a front-loaded title:

Title length

A title should be 65 characters or less.

More than 65 characters may be used if necessary to make the title clearer or unique, but please note that:

• Google only uses the first 65 characters and ignores the rest

• long titles are more difficult to understand
  
  

As a rule, 80% of the users need the same 20% of the information. Our job is to figure out what that 20% is and

• have this information at the top of articles/text pages

• have these articles at the top of their categories in the navigation system

Users enter the web for a specific purpose. There is something they need to know or need to do related to governmental institutions.

Most commonly they are

• trying to complete a specific task, for example
  - apply for increased child support
  - apply for a residence permit
  - move legal domicile

• searching for information, for example
  - when child benefit is paid and how much it is
  - on visitation rights of non-custodial parents
  - what needs to be done when a person dies

The aim is that each article responds to one defined user need. We need to find out what those needs are.

Example:
A person who wants to adopt their 7-year-old stepchild should not have to scan all the information about foster child adoption or child adoption from abroad. These are very different processes and people need different information to complete these tasks.
→ That's why these are separate articles on Ísland.is.

Most web users want to achieve their goal as quickly as possible, with as little effort as possible. People visit a site to find an answer quickly and safely - not to read an essay on the topic.

People scan text instead of reading it. People scan by jumping back and forth on the page, skipping content, and then going back to scan what they skipped.

Scan pattern
There are many known scan patterns.

Photo: Microsoft

People don't read text letter by letter. People focus on a word or part of a word, receive
the information, then skip and focus on another word. The brain creates the context that people miss when they skip words, it fills in the blanks.

Short, simple words are easy to predict when the eyes scan. Complex and uncommon words are harder to predict without focusing on them for a while, which slows down reading.

→ Speed up reading by using common words and avoiding legal terms, technical terms and complex words that few people know how to use.

Use the same vocabulary that people use when they discuss the topic with each other. Avoid technical language, legal language and other complicated words that only a few are comfortable using.

Use clear words.

If it is necessary to use a complex term or word, it should be explained when it first appears in the text.

Write the text based on the user and not based on the institution.

Personas that represent a few of the user groups of Ísland.is

The tone of Ísland.is is positive, warm and clear. We take our role seriously as we are speaking to the nation, 24 hours a day. We need to be aware of our tone of voice, tone and texture of every message wherever we deliver it.

The tone needs to be positive and effortless, without trying to be particularly 'cool'. The appearance must be refined and professional, without being dry and boring. We get straight to the point with the goal of helping people quickly and safely find what they're looking for.

We are:

• informative — not complicated

• tactful — not pretentious

• helpful — not pushy

• accurate — not pedantic

• positive — not upbeat

We use Icelandic whenever possible. In written language, we avoid slang and technical language (jargon). We do not use emojis. However, they can be used in chat and in more personal communication like online chat.

The text should always be concise and to the point. If detailed explanations are needed in the text, you can refer to supplementary material. This also needs to be kept in mind within the institutions, in presentations, videos, e-mails, reports and other material that passes between employees.

We take care in addressing the genders and use gender-neutral terms. We never talk down to any groups and are aware of users who are not native speakers of Icelandic or who have difficulty reading or understanding it.

Ísland.is — straight to the point

Examples of tone of voice

Informative — not complicated

Now:

Registering a religious or life stance affiliation in the national register does not mean that the National Register of Iceland keeps a separate membership list of religious or life stance affiliations, but is only a matter of recording where the parish fees should go according to the provisions of Act on parish fees no. 91/1987 and the Act on Registered Religious Societies and Life Review Societies no. 108/1999.

Better:

The registration keeps track of where the parish fees go. The National Registry of Iceland does not maintain a separate membership list of religious or life stance affiliations. See the provisions of the law on court fees no. 91/1987 and registered religious associations and religious associations no. 108/1999.

Tactful — not pretentious

Now:

You may only look up by country code, property number or property name.

Better:

You can look up the name of the property, its number or its country code. Helpful — not pushy

Now:

A separate account must be given of its consequences according to Article 9 law on passports.

Better:

Its consequences must be accounted for. See Article 9. law on passports.

Worse:

It is necessary to immediately make a special account of its consequences according to Article 9 law on passports.

Accurate — not pedantic

Now:

The information provided is paid for at a rate that is in effect at any time (licensing fee plus transaction fee) and under applicable law. The invoice will be sent out on a monthly basis.

Better: Invoices are sent out on a monthly basis. Now: Information is paid for under a tariff (licensing fee and entry fee).

Positive — not upbeat

Now:

Was the content on the site helpful?

Worse:

Hi, did you find everything you needed?